This document outlines best practices for mobile-friendly email marketing. It discusses trends showing rising mobile email opens and the importance of a mobile-first approach. Key recommendations include using responsive design, prioritizing large text and touch targets, streamlining content for mobile, and testing designs on different devices. The presentation provides examples of emails that implement these strategies effectively.

1. Mobile-friendly email
Trends and best practices
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2. Welcome! Thanks for joining us today.
Janelle Johnson Justine Jordan
Director, DemandGen Marketing Director
Act-On Software Litmus
@janelle_johnson @meladorri
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3. Agenda
• Email Marketing Basics
• The Lay of the Land
• Email Best Practices
• Tips & Tricks for Mobile Emails
• Trends & The Future
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4. Importance of Email Marketing
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5. Leverage Email Marketing
• Consistency in messaging
• Planning and coordination
• Content is King
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6. The Basics
1. Segment
2. Subject line
3. CTA / Landing Page
4. Test & Refine
5. Mobile -friendly
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7. Some Stats: A Lay of the Land
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8. Email Opens: January 2013
Mobile:
Smartphones (iPhone,
Android) and tablets
Desktop
Mobile 33% Desktop:
42% Installed email programs
(Outlook, Apple Mail)
Webmail Webmail:
25% Email accessed through a
web browser (Gmail,
Hotmail, Yahoo!)
Source: Litmus Email Analytics
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9. Change Over Last 12 Months
Opens in Each Environment
42%
50%
38%
45%
40%
35%
30%
25%
20% 33%
Webmail Desktop Mobile
Mobile opens have grown 138% in 18 months; 45% in last year
Source: Litmus Email Analytics
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10. Mobile Market Share
Other Smartphone OS Share
1%
0.40%
Others 1.70%
0.60%
Symbian 1.20%
iPad
2.90%
27% iPhone Microsoft 3.00%
56% 6.40%
Blackberry 3.50%
36.30%
Android iOS 20.90%
16%
53.40%
Android 69.70%
0% 20% 40% 60% 80%
Mobile Email Opens US Worldwide
Source: Litmus Email Analytics
Source: ComScore (US); Gartner (Worldwide)
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11. Know Your Audience
What percentage of
customers/prospects
interact with your
organization’s mobile
email messages?
31% of marketers
don’t know their
mobile email
open rate!
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12. Back to Basics: Best Practices
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13. Subscriber Experience
From Name
Subscribers view emails
Subject Line
in stages, making
Preheader
choices as they go.
Preview/Open
Click Landing Page/Site
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14. Envelope Fields
From Name
~25 characters
Subject Line
~35 characters
Preheader
~85 characters
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15. Preheader

16. Preheader
• Support the subject
line with a
creative, useful or
helpful preheader.
• Call-to-action
• Special offer
• Reminder
• Clickable/measurabl
e
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17. Preview/Open
Android: iPhone:
Dimensions vary; 320 x 460
top-left corner
displayed

18. Preview/Open
Emphasis on from name & subject line. Images often disabled.
iPhone Windows Phone Blackberry
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19. Click
• Tappable touch targets
• Bulletproof buttons that
don’t rely on an image
• Left-hand side
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20. Landing Page/Site
Don’t forget the landing page!
Not these… But these!
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21. Tips and Tricks for Mobile Emails
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22. Consider Context
• You can’t predict where users open… most of
the time.
• Mobile app follow-ups
• Travel alerts
• Mobile coupons
• Weekend sends
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23. The Finger is the New Mouse
Design for tappable touch targets; not text links
44 x 44px minimum
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24. Touch Targets
Text Buttons Image “Buttons”

25. Increase Font Sizes
• Recommended minimums
• Body copy: 14px
• Headlines: 22px
• Body copy < 13px will be resized in iOS
• CSS fix: “-webkit-text-size-adjust: none;”
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26. Increase Font Sizes
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27. Streamline
• Content comes first
• Reduce clutter
• Navigation
• Repeated links
• Low priority
content/imagery
• Clear and direct
copy/CTAs

28. Don’t Create Friction

29. Trends and the Future
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30. Symbols in Subject Lines
Can increase open rates.
Use carefully to support
your message rather than
detract from value
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31. Mobile First/Aware/Scalable
• One layout for all screen
sizes
• Single column design
• 320-500px
• Large text & buttons
• Generous white space
• Clear calls to action
• Short, concise body copy
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32. Responsive Design
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33. Responsive Design
• Uses media queries or @media
• Not a “line of code”, more like a conditional
statement that enables alternate styles
• If the screen size is x, then display y
• If the screen size is x, then increase headline size to y
• If screen size is x, then show image at 100%
• Detects screen size of the device being read
on and enables alternate styles accordingly
• Not supported everywhere
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34. Device Detection
Detects mobile device at time
of open: deliver “deep link”
directly to app
store, specialized
content, timers
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35. Inspiration and Examples
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36. Jetsetter: Aware

37. Vodafone: Responsive

38. Resources & Takeaways
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39. Resources
stylecampaign.com/blog
litmus.com/blog
campaignmonitor.com/blog
emaildesignreview.com
mobileawesomeness.com
mediaqueri.es
Media Post Email Insider columns
A List Apart / A Book Apart
Ethan Marcotte and Luke Wroblewski
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40. Your Takeaways
• Know your audience!
• Don’t forget about the basics
• From name
• Subject line
• Landing pages
• Quick wins:
• Bigger text
• Touch targets (big buttons)
• Streamline content
• Explore different approaches; find what works best
• Responsive design isn’t a silver bullet
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41. Q&A
• Justine Jordan
• Marketing Director, Litmus
• justine@litmus.com
• @meladorri
• Janelle Johnson
• Director, DemandGen, Act-On Software
• janelle.johnson@act-on.net
• @janelle_johnson
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